Seoul, a 'Place of Desire' for Americans

The formula of studying at a U.S. university, once considered a guaranteed ticket to success for Koreans, is collapsing. Demand for studying abroad at U.S. universities, excluding the very top tier, is generally decreasing, with a sharp decline in the number of international students and Korean students. This is closely related to profitability issues, as a degree no longer directly translates to a good job.

The number of Korean students in the U.S. has significantly decreased from a peak of around 75,000 in 2008-2009 to currently about 44,000. This reduction of over 30,000 students stems from various complex reasons. A decrease in Korea's population and a rise in exchange rates add to the financial burden of studying abroad, while increased difficulty in finding employment domestically after returning also reduces the appeal of overseas study.

Despite the overall decrease in the number of students studying abroad, demand for specific fields remains robust. Especially in STEM (Science, Technology, Engineering, Mathematics) and AI-related fields, there is high demand not only in Korea but also in the U.S., leading Korean students to consistently pursue studies in these areas. In contrast, the preference and advantages for humanities fields have significantly decreased compared to the past.

In the past, Seoul merely served as a backdrop for modern action or stories in Korean dramas and films. However, today's Seoul has transformed into a 'place of desire' that both viewers and protagonists want to visit, connecting with the lifestyles of the characters within the content. This shift signifies that the appeal of Seoul shown through content goes beyond simple urban scenery. Viewers come to admire the city of Seoul itself and dream of living within it.

In the past, foreign tourists primarily aimed to visit and explore landmarks like Gyeongbokgung Palace. However, the paradigm of Korean tourism is now shifting from 'collecting' landmarks to experiencing a 'local lifestyle'. Tourists are actively trying out everyday Korean experiences such as visiting Olive Young, exploring Seongsu-dong pop-up stores, and eating ramen by the Han River. This 'experience-it-yourself' trend has become a significant tourism product, shaping new travel trends.

The number of foreign tourists recently surpassed 10 million annually, invigorating the Korean tourism market. Particularly noteworthy is the expanding proportion of tourists from long-haul countries like the U.S. and Europe. American tourists account for approximately 11% of the total, and European tourists also exceed 10%. This demonstrates that the influence of Hallyu content is spreading globally, transcending geographical boundaries.

While foreign language education in U.S. universities is generally declining, the number of Korean language students is exceptionally surging. From 2016 to 2021, while the total number of foreign language students decreased by 16.6%, Korean language students increased from 14,000 to approximately 20,000 during the same period. Notably, graduate-level Korean language students increased by a remarkable 217.7%, demonstrating a high level of interest in learning Korean.

The purpose of learning Korean has also significantly shifted from primarily career-focused goals in the past. Now, many learners cite cultural enjoyment as their main reason, wanting to directly understand K-pop lyrics or grasp the subtle meanings of dialogue in dramas, such as honorifics and slang. This suggests that learning Korean is becoming a pathway to deepen cultural experiences rather than just a practical tool.

Hallyu enhances Korea's national brand value and positively impacts the overall economy. In the past, Korean products like Samsung or Hyundai first expanded overseas, introducing Korea. Now, a positive image of 'Korea' opens doors for products in advance. This phenomenon lowers consumers' psychological barriers and reduces customer acquisition costs for exports. In fact, as of 2025, favorability towards Korea reached an all-time high of 82.3%.

Favorable perceptions of Hallyu content serve as a crucial channel that leads to consumption in other industrial sectors such as food, beauty, and tourism. This means that Hallyu content has played a significant role in inducing a shift from mere entertainment to the consumption of Korean-related products and services. Indeed, Korea's agricultural food exports surpassed 10 billion dollars, and ramen exports reached 1.5 billion dollars, highlighting how the popularity of content is directly leading to increased exports.

In the past, Japanese culture appealed in fragmented forms, like anime or Japanese food culture, with each field independently attracting interest. However, current K-culture features various elements such as Korean food, K-pop, and dramas consumed as a single 'Korea' package. This packaging creates a virtuous cycle where each content synergizes with others, amplifying overall interest in Korean culture.

Recently, foreign tourists are exploring areas beyond existing famous tourist sites, such as Yeongdo in Busan, which even locals rarely visited. This is because these experiences are shared through various social media platforms, especially Instagram, leading them to emerge as new hotspots. Seeing rapidly spreading Instagram posts, others wish to visit and experience these places directly, resulting in repeated visits. Social media is thus becoming a crucial factor driving tourism trends.